This ad “True Roots” is really appealing to the emotions of the audience because of its choice of music and words. It represents true Indian life and culture in daily life. At some points it even reveals some stereotypes. I was touched by the words and laughed at some parts of the ad, especially when it showed how Indians store plastic materials and never opens plastic covers when they buy new things. It also emphasizes the life styles of Indians in different parts of India and showcases their food and games. They are crazy about cricket and they love spicy food!. I felt the ad was somewhat bias. It only focused for Asian Indian in different part of the world. in some of its images, especially those that involved nonverbal communication through movements, gestures, and nodding. I think that it shows Indians making stereotypical gestures and not every Indian gestures this way when they speak or are in conversation.
Tata Communications Ltd is a leading global provider of long distance communications. The Tata Global network includes one of the most advanced and largest submarine cable networks. As a global company, Tata Communications understands the need to stay true to our roots and that keeping in touch with the people in our lives is what matters the most. True Roots is an International Calling Service for members of the South Asian community living in the United States. It allows them to feel confident about their international calling experiences and to know that they can connect with their home countries at economical rates. The message behind the ad appeals to Asian Indians. It encourages them to stay close to the roots of their culture even though they are living in a foreign country. Towards the end, the words reveal the company and the service. The message of the service is integrated within the words and images. As a member of the Tata Group, one of India's largest and most respected businesses, True Toots International Calling Service shares the culture of strict adherence to business ethics and a strong commitment to corporate social responsibility and community.

http://www.youtube.com/watch?v=C3xaTlF_8lY
Name : Barvathi Subramoniam
MEDC 5460 Media Research
Ads: True Roots.

Date : 8/26/2010